Target Loves Every Body

Social Campaign

Opportunity: Target was losing marketshare during the swim season Victoria’s Secret, who was flooding the feed with organic content.

Insight: Though Victoria’s Secret was a specialized brand and could focus on a singular social conversation, their “Perfect Body” campaign message was disconnected from audiences. As an accessible brand, this left whitespace for Target.

Solution: Enter the conversation with an organic content campaign that highlights the style of all women: A Fit for Every Body.

Lilly Pulitzer

Social Campaign

Opportunity: Target partnered with the beloved resortwear brand Lilly Pulitzer for a summer line, which could be interpreted as maximalist and old fashioned compared to what current trends in fashion were pointing to.

Insight: With millennials investing in key statement pieces garnished by more basics, it would be easier to convince them to make to add one print.

Solution: An Instagram-first campaign where we took our favorite pieces and created situations to see how just one can add style and fun, inviting influencers and social audiences to play along and try out the collection.

CW: Lukas MillerAD: Madelynn FurlongACD: Alyson Frahm

The one piece that’s bound to turn all of the heads. Peek at more stunners from the collection at @lillyfortarget.

For all those sunny brunches ahead. Print your own cutouts and play along through the link in the bio. #lillyfortarget available 4/19.

Every day could be a backyard soirée, no? Print your own #lillyfortarget cutouts and play along through the link in the bio.

Once you picture it, you won’t be able to go anywhere without it. Head to @lillyfortarget to check out this tote or other pieces from the collection. #lillyfortarget 4/19.

A colorful print, a few exotic birds and one chic shift dress: Lilly wouldn’t have it any other way. Pop over to @lillyfortarget to see more of the collection, launching 4/19.

Who’s ready to break the rules and spend ALL afternoon by the pool? Pop over to @lillyfortarget and get a peek at the collection before it launches 4/19. #lillyfortarget

Take your touch ups poolside with this #lillyfortarget pineapple clutch. Check out more at @lillyfortarget, arriving 4/19.

cutout kits sent to influencers and made available to guests via our blog

Uber Time to Drive

National Campaign

Opportunity: Uber needed new drivers on the road to keep up with growing ride demand.

Insight: The biggest opportunity for new drivers is amongst working professionals exploring side gigs—they’ve flirted with the idea of earning extra cash with Uber but haven’t given it a shot because they felt they didn’t have the time.

Solution: Position Uber as the most flexible way to earn: drive a little here, earn a little there, watch it add up.

Uber Reset

Opportunity: In 2017, Uber faced a barrage of bad press. With a new CEO taking the helm, the company wanted to communicate change was coming but didn’t know how.

Insight: Uber’s brand narrative has always been about growth. In good times, growth painted them as a pioneer. In bad times, a bully. Without acknowledging that, it could never move forward.

Solution: Wipe the drive clean.

CW: Lukas MillerAD: Jelani Curtis

Test Video

Uber Sobering Searches

Campaign Pitch

Opportunity: There’s research that points to Uber’s influence in reducing drunk driving numbers, but it wasn’t getting credit from a cultural standpoint for doing so.

Insight: Searching the internet has enabled us to life hack our way out of every situation. But when it comes to drunk driving, there’s no life hack other than ordering a ride.

Solution: Lean into the math. We set to partner with Google be the first hit on top drunk-driving related searches, reminding you the math is simple and a ride is waiting.

CW: Lukas MillerAD: Jelani Curtis

Target Plaid

Instagram Campaign

Opportunity: Target turned the store plaid, making an audacious statement for the season.

Insight: Plaid has always been a fashion and cultural staple but came with a lot of tried connotations, from Eddie Vedder to Braveheart.

Solution: Through an editorialized approach, we made it modern with minimal takes and maxed out looks.

CW: Lukas MillerAD: Madelynn FurlongACD: Alyson Frahm

By the rules or break the rules: Swipe to see how to bring this black-and-white plaid look from max leisure to maxed out.

By the rules or break the rules: Swipe to see how to style a buffalo-check puffer vest for the most comfy-cool, cabin-appropriate look ever.

By the rules or break the rules: Swipe to see how to wear this plaid duster (your fall must-have) casually or dressy.

By the rules or break the rules: Swipe to see how to mix unthinkable patterns and blur the lines between just-too-cozy and just-too-cool.

Target Holiday Pinterest

Pinterest Campaign

Opportunity: People turned to Target for TVs and toys during the holidays, but were missing out on all the amazing style products that filled the shelves.

Insight: Target inspired its style-savvy guests the other ten out of twelve months with inspiring ideas and product on channels like Pinterest. Why not do the same for the holidays?

Solution: The Wonderlist: a curation of products so hot, guests would have to decide whether to keep them or gift them.

CW: Lukas MillerAD: Madelyyn FurlongACD: Alyson FrahmCD: Graham Hall

This Just In

Episodic & Shoppable Video

Opportunity: Target does a good job talking about the latest brands and collections, but the store is filled with amazing products that fall out of scope of big campaigns and never get talked about, leaving guests working hard to find them.

Insight: To find the latest and greatest products, guests aren’t turning to ads—they’re tuning into content makers who inform, inspire and entertain.

Solution: Pilot the brand’s first-ever episodic and shoppable video series that drives discovery and purchase of the newest and coolest products at Target each week.

CW: Lukas MillerAD: Michael J. Harris, Erin FureyCD: Ryan Brown

Case Study Video

Fave Last Minute Finds

Go-Big Gifts

Too Cool

Spooky Style

So-Glam Gifts

Not So Basic

Easy Adulting

For the Sun and Skin

Next-Level Picnic

National Museum of National African American History & Culture

Corporate Responsibility Campaign

NMAAHC is one of the most significant educational initiatives in a generation. As a founding donor and grand opening sponsor of the museum, Target wanted to honor the profound moment in history with a message. This video debuted at a donor dinner & opening festival attended by the former presidents, celebrities, and thousands from all across the country.

Target Pride

Diversity and inclusion are big beliefs for Target. In 2015, we created the #TakePride platform to ensure Target's guests and team members felt welcome and empowered to be who they are in the store and in workplaces. In 2016, we began partnering with community artists and team members to take part in #TakePride.

ACD: Jon EricksonAD: Heidi AndersonCW: Lukas Miller

Twin Cities activation with HOT TEA

Twin Cities activation with HOT TEA

Twin Cities activation with HOT TEA

Twin Cities Pride activation

Twin Cities Pride activation

Twin Cities Pride activation

In-store signage

Manifesto

Target Denim

Social Campaign

Target redesigned their entire line of denim, switching to higher quality and better styles. It was our job to tell the story and give Target design credibility in a category it never played in before. Focusing on fit and trends, we partnered with Zanna Roberts Rassi and bloggers to think differently about denim.

Pharmacie Holiday Lookbook

Instagram + Email

From time to time, I consult and create content for Pharmacie, an exception Minneapolis home goods store. This is one of my favorite pieces we made a holiday gift-giving story, using materials as a concept.